The Company – Who is Worldpay
Worldpay is a global payments technology company that helps businesses of all sizes accept, manage, and optimize online and in-person payments across countries, currencies, and channels. As one of the largest payment processors in the world, they serve retailers, financial institutions, and enterprise clients across the United States and internationally.
After Vantiv acquired Worldpay in 2017, the company needed to re-establish itself as a leading regional brand in a fiercely competitive US market. Their target cities included Illinois, Texas, New York, California, Nevada, and Atlanta, with a focus on major retail corridors where payment processing decisions are made at the enterprise level. This is exactly the kind of fintech marketing challenge that requires a demand generation agency with deep paid media expertise, not a generalist shop running generic campaigns.
The Challenge – Paid Spend Without a System. Budget Gone. Pipeline Empty.
Worldpay had worked with other digital marketing agencies before they came to Enlimited. The results were consistent: low visibility, poor ROI, and a lead pipeline that never matched the size of the media budget behind it.
The core problem was not the budget. It was the absence of a system. Campaigns ran without coordinated keyword architecture. Paid social and paid search operated independently with no shared audience logic. Analytics sat in disconnected platforms with no unified view of what was actually driving pipeline. Salesforce Pardot existed but marketing automation was not set up to nurture leads through a long B2B sales cycle.
After two years of scattered agency relationships and inconsistent results, the trigger was straightforward: Worldpay needed a b2b lead generation agency that could build the system first, then scale spend inside it. They needed organic and paid working together. They needed cost-per-acquisition to fall, not just click volume to rise.
They found Enlimited.
The Solution – Demand Generation Agency Services Built Around One Pipeline
We started with a full audit. Keyword architecture, audience segmentation, campaign structure, automation setup, and attribution logic. Everything that was running, we stress-tested. Most of it got rebuilt.
On the paid media side, we launched Dynamic Search Ad campaigns across Google Search, Display, and YouTube to expand long-tail keyword coverage at scale across all target markets. We used longer headlines to lift click-through rates on competitive terms in the payments and credit card processing space. Conversion-based automated bidding replaced manual CPC management. Account-based marketing drove targeting precision so media budget reached the decision-makers inside enterprise retail and financial services accounts, not general audiences.
On social, we built and optimized Facebook and LinkedIn campaigns aligned to Worldpay’s B2B buyer journey. LinkedIn Campaign Manager targeted CFOs, VPs of Finance, and operations leads inside mid-market and enterprise retail businesses. Retargeting sequences kept Worldpay in front of high-intent accounts across the full sales cycle.
On the organic side, we executed a content and SEO strategy targeting high-commercial-intent keywords in the payments and credit card processing verticals. The primary campaign around the keyword ‘credit card’ became a benchmark for the engagement.
We integrated everything into Salesforce Pardot and Adobe Analytics, giving the Worldpay team a single view of pipeline from first touch to closed account. Marketing automation sequences moved qualified leads through nurture tracks without manual follow-up. For more on how we build demand generation agency services for fintech companies.
The Results – 26,400 Leads. $7.9M Pipeline. 53% Lower CPC.
The results came in three layers over 18 months.
Paid media performance moved first. Cost-per-click dropped 53% compared to previous keyword campaigns. Cost-per-acquisition fell 33%. Campaign optimization nearly tripled the response rate year on year, a 270% increase. The Dynamic Search Ads alone expanded Worldpay’s search coverage across long-tail payment processing terms faster than any manual campaign structure could have achieved.
Organic search compounded the paid results. The SEO campaign targeting ‘credit card’ delivered a 1,343% increase in organic search traffic on that keyword alone. Ranking keywords grew 231% across the full domain. Total revenue attributed to SEO and paid ads initiatives increased 1,227% over the engagement period.
Pipeline impact completed the picture. Enlimited influenced $7.9M in pipeline and $6.7M in new marketing-closed accounts. More than 26,400 marketing-qualified leads moved through the system across the 18-month engagement. The Salesforce Pardot integration meant every lead was tracked, scored, and routed correctly. Nothing fell through the cracks.
Rafael DiCarlo at Worldpay put it directly: 4.2x more qualified B2B leads after Enlimited rebuilt the demand generation system across paid and organic.
Why Enlimited Worked – One System. Every Channel. One Pipeline View.
The single decision that made the biggest difference was building the attribution infrastructure before scaling spend. Every agency before us ran campaigns. None of them connected those campaigns to a unified pipeline view inside Salesforce Pardot and Adobe Analytics. Worldpay was spending budget without knowing which dollar drove which lead.
We fixed that first. Once attribution worked, every optimization decision had data behind it. CPC dropped because we could see exactly which keywords and match types were pulling cost without pulling pipeline. The ABM targeting sharpened because we could see which account segments were converting, not just clicking.
A generalist performance marketing agency could not have delivered this result. Worldpay needed SEO, PPC, paid social, LinkedIn, YouTube, marketing automation, and CRM integration running as one system. The coordination between those channels is what drove the 4.2x lead multiplier. Run them separately and you get the results Worldpay had before us: spend without return.
This is a fintech marketing engagement, which means long sales cycles, enterprise buyers, and compliance-aware messaging. That is a specific context. Enlimited has built demand generation systems for financial services clients because we understand what it takes to earn trust in that vertical before asking for a conversion.
If your paid media is burning budget without filling pipeline, the Pipeline Media Audit is where we start. Book a GTM Clarity Session at enlimited.io/get-started and we will show you exactly where your demand generation system is leaking, and how to fix it. You can also see how we applied the same system thinking to an enterprise partner enablement case study at enlimited.io/case-studies/konica-minolta/.
